To make a Lightroom preset, edit a photo until it looks right, then save those settings as a new develop preset and choose which adjustments to include. To make presets worth selling, build them on a range of photos, leave out settings that are specific to one image, test them hard, then package them as XMP files for desktop and DNG files for mobile.
I spent eight years refining the colors and tones in my own pack, so here's what I've learned about turning a look into a product.
Step 1: Define the look before you touch a slider
A preset pack sells a feeling, not a set of numbers. Before editing, write down:
- The mood. Warm and nostalgic, cold and moody, punchy and saturated, washed and filmic.
- Who it's for. Street photographers, wedding shooters, people editing on their phone for Instagram.
- What it's shot on. Daylight, night city light, studio, mixed.
That last part matters. A preset built for golden-hour portraits will fall apart on a neon street shot at midnight. Knowing your target photos keeps the pack focused.
Step 2: Build on a range of photos, not one favorite
The biggest mistake new preset makers make: perfecting the look on a single great photo, saving it, and calling it done.
Instead, pick 10 to 20 test images that cover what your buyers will throw at it:
- Different lighting (bright sun, shade, overcast, night)
- Different skin tones
- Different cameras and phones
- Both RAW and JPG files
- Under- and overexposed shots
Edit your base look on a neutral, well-exposed photo, then apply it to the rest and adjust until it holds up on most of them.
Step 3: Leave out settings that belong to one photo
When you save a preset, you choose which settings go into it. Adobe's Lightroom Classic preset guide explains that presets are based on the current settings of the selected photo, and you can check or uncheck each group of settings before saving.
What I usually include:
- Tone curve
- Color mixer (HSL) and color grading
- Calibration
- Contrast, highlights, shadows, whites and blacks (carefully)
- Grain and vignette, if they're part of the look
What I usually leave out:
- Exposure. Every photo needs different exposure. Baking it in breaks the preset on half your buyers' images.
- White balance, unless the look depends on it. Even then, consider a separate warm and cool version.
- Crop, spot removal, masks and lens corrections tied to a specific image.
Also turn on Support Amount Slider when you save. Adobe's guide notes that this option in the New Develop Preset dialog lets people dial the strength of the preset up or down. Buyers love it because it fixes "too strong" without them touching individual sliders.
Step 4: Test like a buyer, not like the creator
You know exactly how your preset is supposed to look. Your buyers don't. Test it the way they'll use it:
- Apply it to photos you didn't build it on. Ideally someone else's.
- Check skin tones first. Orange or gray skin is the fastest way to a refund request.
- Look at it on a phone. Most people will see the result on Instagram, not a calibrated monitor.
- Try it on JPGs. Many buyers don't shoot RAW, and presets often hit JPGs harder.
- Make the amount slider useful at low and high values, not just at 100.
If a preset needs heavy fixing on most photos, it's not a preset yet. Rework it or cut it.
Step 5: Build variations, not filler
A pack of 50 presets that all look the same is worse than eight great ones. Good packs usually include:
- A main look and a lighter or stronger version
- Warm and cool versions of the same mood
- A version for night or low light
- A black and white that matches the color grade
Name them so people know what each one does. "Mood Night" tells a buyer more than "Preset 07."
Step 6: Package the files correctly
This is where a lot of packs fail. Lightroom has a desktop app (Classic), a cloud-based app and mobile apps, and they don't all import the same way.
- XMP for desktop. Modern Lightroom presets are XMP files. Adobe's presets FAQ notes that XMP presets can't be imported into Lightroom Classic 8.2 or earlier, which used the older .lrtemplate format. If you want to support very old versions, you'd need to provide both.
- ZIP is fine for Classic, not for mobile. Adobe's Classic guide says you can import a .zip of XMP presets and profiles in one go. But Adobe's mobile import guide says the mobile app imports individual .xmp, .DNG or .lrtemplate files and can't open compressed archives. Tell mobile buyers to unzip first.
- DNG for mobile. In Lightroom mobile you can export a preset as a DNG: a photo file that carries all the edit settings. Lots of sellers include a folder of DNGs so phone-only buyers can get set up.
- Sync is a bonus. Adobe says presets you create sync across devices when you're signed in with an active subscription, so buyers who import on desktop may see them on mobile too.
My pack ships with an install guide for exactly this reason. People will email you before they read a long FAQ, so a clear one-page guide with screenshots saves you a lot of support.
Step 7: Make it look like a product
Presets are invisible until you show them. What sells a pack:
- Before and after images, ideally with a slider so people can compare
- A cover graphic that captures the mood of the pack
- A preview of every preset in the pack on the same photo
- Clear compatibility info (Classic, Lightroom desktop, mobile)
- Extras that add value, like a guide or a bonus print
My own pack, Honor Amongst Ronins, took eight years of refining before I released it. It includes my "Mood" Instagram filter, an install guide and a free printable poster, with before and after comparisons on the product page. I held off on releasing it until the looks were exactly right, and I'd recommend the same patience to anyone.
Step 8: Choose where to sell
You don't need your own store to start.
- Gumroad is built for digital products. Its features page says buyers get immediate access after paying, and you can let people pay what they want. That's where I sell my pack: Honor Amongst Ronins on Gumroad.
- Etsy supports instant downloads. Its digital listing help page allows up to five files per listing at 20MB each, so plan your ZIPs around that limit.
- Your own site gives you the most control over the brand, but you'll handle checkout and delivery yourself or through a plugin.
Whichever you choose, link it from everywhere you post your photos. Your feed is your storefront.
Licensing basics
This isn't legal advice, but every pack should spell out what buyers can and can't do. Most sellers keep it simple:
- Allowed: using the presets on your own photos, personal or client work
- Not allowed: reselling, sharing or redistributing the preset files
Put a short license note in the download and on the product page. Also make sure every sample photo you use in marketing is yours or that you have permission to use it.
FAQ
How do I create a preset in Lightroom Classic?
Edit a photo, then create a new develop preset, choose which settings to include and save it. Adobe's guide notes the preset is based on the selected photo's current settings.
What file format are Lightroom presets?
Current presets are XMP files. Older Lightroom Classic versions (8.2 and earlier) used .lrtemplate and can't import XMP. Mobile users can also import presets as DNG files.
Can I use desktop presets on Lightroom mobile?
Yes. Mobile can import individual XMP or DNG files (not ZIPs), and presets you create sync across devices when you're signed in with an active subscription.
How many presets should a pack have?
Enough to cover the look in a few lighting situations, usually a handful of strong ones with warm, cool, night and black and white versions. Quality beats count.
Where can I sell Lightroom presets?
Gumroad, Etsy and your own website are common options. Gumroad and Etsy both support instant digital delivery after purchase.
Want a look built for your brand?
I'm a photographer and designer in Philadelphia, and I build color grades, photo styles and the content around them for brands and artists. Check out my content and social work or see the full portfolio.